Stone fruit usage and attitude study (SF23002)

What was it all about?

This project delivered a detailed, grower-focused understanding of how Australian consumers buy and eat stone fruit, and where there are opportunities to grow demand.

The research confirmed that stone fruit plays a strong role as a tasty, quick and easy snack, with nectarines performing particularly well. The research identified clear drivers of purchase at shelf and highlighted where current barriers are limiting consumption.

The project involved a national consumer study of stone fruit consumption, covering peaches, plums, nectarines and apricots. It explored attitudes to food, shopping behaviours, consumption occasions and decision-making at purchase. The work mapped when, how and why stone fruit is eaten, and compared stone fruit with other fruits, nuts and snack alternatives. The study generated clear insights and practical recommendations for marketing, in‑store activity and consumer messaging.

The research addressed a key challenge for the industry: despite high enjoyment, stone fruit is often bought on impulse, competes with other easy snack options, and is affected by concerns about price, quality, firmness and short shelf life. Many consumers also lack confidence about seasonality and whether fruit is Australian grown.

The findings are expected to help growers and industry better align supply, quality, messaging and in‑store presentation with consumer expectations. This should support stronger in‑season demand, improved value perception, and increased repeat purchase of Australian stone fruit.